Media buying and selling is set for a fundamental revolution

Unerman, Sue
June 2009
Media Week;6/23/2009, Issue 1214, p17
Trade Publication
The author emphasizes the need for a complete overhaul of the media buying and selling sector of Great Britain to support an audience measurement that works across all media. She stresses the problems with trading based on different ways of measuring audiences by channel. She highlights the lack of consistency in the speed of release of data and a standard way to evaluate performance across all media channels. She outlines the factors disrupting business practices in the media, including mobile advertising and search.


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